This month's live class featured fellow newsletter writer and founder Seth Werkheiser from Social Media Escape Club.
Seth and I first became friends during one of the more dramatic moments in my business journey (remember that little thing when my Substack disappeared overnight). Since then we've shared a lot of conversations about building an audience that isn't completely reliant on social media algorithms.
Rather than being a masterclass, this was an open conversation with members about what happens when you spend less time chasing platforms and more time building relationships.
CATCH THE REPLAY TO LEARN:
- practical ways to grow your thing without relying on social media
- how to promote your work without feeling salesy
- why smaller, more engaged audiences often outperform bigger ones
- ideas for building visibility through collaborations, events and guest appearances
- how to rethink your relationship with Instagram, LinkedIn and Substack without feeling like you have to quit overnight
TOP TAKEAWAYS:
There are dozens of ways people discover your work beyond an algorithm. Podcasts, guest newsletters, speaking, YouTube interviews, community events, referrals and collaborations all came up as ways to build trust over time.
REPEATING YOURSELF IS PART OF MARKETING
One of the biggest mindset shifts was around promotion. People rarely see something the first time you share it. A reminder email isn't annoying, it's what helps someone finally take action.
SMALLER, ENGAGED AUDIENCES WIN
One of the strongest discussions centred around quality over quantity. A highly engaged newsletter with a few thousand readers can outperform a much larger audience that rarely opens emails. Community always beats vanity metrics.
Rather than putting all your energy into one app, think about building an ecosystem around your work. Your newsletter, website, collaborations, events and community should all work together so your business isn't dependent on one algorithm.
The best marketing rarely sounds like marketing. Whether it's telling stories, sharing useful ideas or simply reminding people what's available, promotion works best when it feels like you're helping someone rather than convincing them.
OFFLINE STILL WORKS
Business cards, zines, small gatherings, workshops, local events and simply talking to people all featured in the conversation. Sometimes the slowest forms of marketing create the strongest relationships.
One of the biggest benefits Seth shared wasn't just fewer distractions. It was having more time to write, host conversations, build community and create work that lasts longer than a social post.
Work with Seth
If you'd like more support around building your business beyond social media, Seth runs Social Media Escape Club, where he hosts regular community conversations about newsletters, visibility and sustainable marketing.
You'll also find weekly Zoom sessions, practical resources and a brilliant community of creative business owners figuring this out together.
Watch the replay here:
